Scott HanselmanDefining Developer Relations with Angie Jones
synopsis
Jones, VP of developer relations at TBD at Block, recorded with Hanselman in Berlin at the WeAreDevelopers event. She argues that developer relations is a job about trust. Advocates work for the community before the company, refuse to push products they don't believe in, and justify themselves internally by bringing back what developers actually say.
What the job is. Jones concedes DevRel may be a form of marketing, but says it reaches developers who run from marketers. Hanselman raises the tension in a tight job market, where advocates must like the product they are paid to promote. Both say refusing weak products comes partly from privilege. She argues that doing otherwise burns the trust the job depends on.
Feedback and visibility. Both call bringing field conversations back to product teams among the most valuable work. Jones says DevRel teams that are not respected internally must show this output, because the travel otherwise looks like a party.
Experience and entry. Jones says advocates for developer tools, SDKs and APIs should have worked as developers; Hanselman suggests five years or so. Pushed on gatekeeping, she reframes this as an easier path rather than a requirement. Her junior advocates are paired with senior mentors.
Team shape and travel. They agree that specialising beats expecting one person to do everything. Jones says COVID showed audiences can be reached online, and she now also does virtual meetups. She spends 90–95% of her time on the road and says she is not burning out, but she is passing opportunities on to others.
Words matter. Both dislike "evangelist" for its preaching overtones. Jones negotiated "developer advocate" as her first title.
- DevRel works only as a trusted source, not as marketing. Jones, VP of developer relations at TBD at Block, says developers are allergic to traditional marketing, and she has recommended competing tools when they were the best fit; Hanselman frames this with his radio-ad line "you've got a friend in the diamond business."
- She won't promote products she doesn't believe in. Both acknowledge this comes from a position of privilege; she argues internally against weak products, and tells employers that pushing one would cost trust and make her less effective afterwards.
- Bringing community feedback back inside is core work. She says the job is working with the community, not talking at it, and reporting pain points back to engineering and marketing; she argues that sharing this is what earns respect for teams whose travel can look like a party.
- Developer-tools advocates should have been developers first. For SDK and API work she says you need to know developers' real constraints (her example is teams stuck on Java 8 or 11 because upgrading a bank system needs buy-in); she frames it as "the easier path," not a gate, and has juniors on her team but would never hire one as a sole advocate without senior mentors.
- Advocates should specialise rather than do everything. She and Hanselman agree that building on each person's strengths beats demanding a Swiss-army-knife of video, samples, docs and social; she negotiated her first title from "developer evangelist" to "developer advocate" because evangelism implies forcing a belief.